How to Run an Agile Marketing Sprint
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Transcript of How to Run an Agile Marketing Sprint
How to Run An
MARKETING SPRINT
This Guide Covers: Why Agile Marketing?
How to Put Agility Into Practice
How to Make an Agile Marketing Team
Agile Marketing: All or Nothing?
WHY AGILE MARKETING?
Productivity & Efficiency
“applying Agile methodology typically used in software development yields greater marketing effectiveness
and efficiency.”
87% said their teams were more productive using
Agile
93% said adopting Agile helped them improve speed to
market
Market Share
Marketing departments who consider themselves
agile are
3X more likelyto significantly grow market
share
Happier Employees
Employees working in agile environments report a greater overall sense of satisfaction and pride in their work. Less turnover, less drama. More marketing.
GREAT…NOW
WHAT?
AGILE THEORY: EASY
AGILE REALITY: HARD
SCRUM
1.Time-boxed sprints2.Sprint planning meetings3.Daily standup meetings4.Transparent, visible
tracking5.Sprint review &
retrospective
Common Agile Methodology:Common Agile Methodology:The Scrum method include 5 elements:
Precise timeframes for achieving specific marketing objectives.
Time-boxed SprintsTime-boxed Sprints
• 2 – 6 weeks long• Length can’t be changed once it
starts• Allow 10-20% of your time for
unforeseen events• Specific goals and a strict
definition of “done” must be established before it starts
Time-boxed SprintsTime-boxed Sprints
Sprint PlanningSprint Planning
• Start & end dates• Team availability• Goals & scope• Done = ?• Can we do what we’ve planned? Vote. • Assign tasks and get going
Laying the ground rules for the sprint:
Daily Standup MeetingDaily Standup MeetingMeet everyday for 15 minutes ONLY.
Only 3 topics:1.What I did yesterday2.What I will do today3.Any blocks?
Whether it’s a white board or fancy software, the team’s goals and progress should be totally transparent & highly visible.
Visible Tracking SystemVisible Tracking System
ReviewReview
Review what you
accomplished with your
stakeholders. Show off a bit!
Consider your process & how to improve it for the next
sprint.
Sprint && RetrospectiveRetrospective
Creating an Agile Marketing Team
Team members
need diverse skills.
Including:
Create and test email campaigns
Setup, engage and monitor social media
Adjust website to test new messaging
Write, edit, distribute content
Work with online advertising campaigns
Review and understand analytics & data
Agile Marketing: All or Nothing
Moving away from traditional marketing without a guiding system may make your team more responsive, but it will also create chaos.
Lack of System = ChaosLack of System = Chaos
Go whole hog.
To Maintain Sanity…To Maintain Sanity…
Adopt the entire Scrum methodology.
Go Agile!
GET MORE AGILE. SUBSCRIBE TO MARKETERGIZMO.Our weekly newsletter, Excellence in Marketing, offers real world advice from agile marketers, along with digital marketing best practices.
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Go Agile!
AUTHOR:
Andrea Fryrear Content Marketer
andCertified Scrum Masterwww.marketergizmo.com@MarketerGizmo